In '83, we rented a cottage on Cape Cod for a week. Like most rental cottages of the era, it had a supply of old National Geographics. One from 1949 had an ad from the Bell System. Showed three middle-aged women (looking like they just got out of church) standing around a car with a flat tire, with the jack on the ground, looking totally, completely baffled. Off to the side was a telephone pole, with a lineman coming down to help. Message was "Spirit of Service: We're always ready to help."

I took it to the office and showed it to one of the women's libbers. She and I got a big chuckle. Then she said, "Uh, I don't know how to change a tire..."